Bales asked for another round of emails, but the bigger problem was everything happening between orders. I led a customer-experience overhaul that connected research, website design, sales tools, and automation, giving customers clearer answers and the sales team better reasons to follow up.

I found the real brief by walking the plant with my DSLR and following a customer’s part through intake, coating, and shipping. Conversations with sales, shipping, and company leadership exposed the gaps: buyers struggled to compare coatings, wanted updates on their parts, and needed help knowing when to return. I mapped the current and proposed journeys in FigJam, turning disconnected frustrations into a plan the client and our team could work through together.